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Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers
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Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers

3.78 of 5 stars 3.78  ·  rating details  ·  50 ratings  ·  3 reviews
"Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. These lenses are called "deep metaphors" and they populate the unconscious mind. Understanding how people use deep metaphors will help you develop new products, launch innovations, enhance purchase and consumption expe...more
ebook, 230 pages
Published May 6th 2008 by Harvard Business School Press (first published April 1st 2008)
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Joe Tippetts
Gave it three stars because I like the ideas. I like the precursor book, "How Customers Think" a lot more. The main idea is the concept of deep metaphors. These metaphors drive human behavior and span all cultures. From an advertising perspective, to the extent you can address the deep metaphors that are most important to a personality type, you will be more persuasive.

The problem is that it's hard to take practical ideas from the book if you don't have a million dollar market research budget.
Very cool discussion into the subconscious thoughts and needs of consumers.
Kristen Kolb
Great insight, albeit it verbose.
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